Produce Traceability Initiative Steering Committee’s First Meeting Begins Laying Groundwork for Industry-wide Standards Program

For Immediate Release: January 15, 2008

The steering committee of the Produce Traceability Initiative, an industry-led effort to adopt traceability throughout the produce supply chain, met for the first time Jan. 9 in Atlanta to develop an action plan for establishing industry traceability best practices and goals for their adoption and accountability.

The initiative was launched in October 2007 by Produce Marketing Association (PMA), Canadian Produce Marketing Association (CPMA), and United Fresh Produce Association (United Fresh). It is guided by a steering committee of more than 30 companies with balanced representation from the buying and selling community, including participants from all segments of the supply chain.

During its first meeting, chaired by Food Lion LLC Chief Operating Officer Cathy Green and facilitated by Perishables Group Executive Vice President Steve Lutz, the committee addressed a broad range of traceability issues facing the produce industry today. Overall, the group concluded that systematic and consistent application of common standards across the supply chain is needed to enhance chain-wide traceability, building the next critical step beyond many of the excellent internal traceability systems that exist within many different companies.

“It’s clear from the committee’s discussions that now is the time to move aggressively to adopt a consistent industry-wide approach to traceability. The industry can no longer afford to do business the way we have in the past,” Green said. “Everyone will need to make some investments – big and small companies, buyers and sellers – and while we recognize there are significant challenges of traceability, there is broad support from the industry and a deep commitment to act.”

The committee reached agreement on four key elements for implementing industry-wide traceability standards.

First, the group confirmed past industry support that the GS1 produce traceability standard developed by the international standards organization GS1 (formerly known as EAN-UCC) is the most efficient worldwide approach to achieve system-wide (i.e., both internal and external) traceability, and should be widely adopted as the produce industry standard.

“GS1 standards are researched and tested, and are the most widely used internationally,” Green said.

Second, it was agreed that a formal industry timeline for adoption of standards is needed. Steering committee participants agreed to begin evaluating what might be required to implement GS1 standards within their own operations, and will report back at the next committee meeting on recommended implementation timelines.

Third, the committee agreed to discuss ways in which companies could best show their support and commitment to adoption.

“Implementation is sure to begin gaining momentum across the industry when both buying and selling companies start signaling their support for the business process changes that will be necessary,” Green said. “When buyers state their commitment for traceability standards, and suppliers begin to make similar commitments, then things will really change.”

Fourth, the group agreed that traceability standards should be adopted at the case level initially, as the backbone of supply chain traceability. However, the committee encourages companies to move toward item-level coding as feasible, as many produce products are now packaged for the consumer, thereby offering a viable option for providing traceability to the item level.

The steering committee will meet next in February or March to form subcommittees that will address specific elements, such as setting timelines for adoption.

In addition, all three associations will post on their websites the committee’s minutes as well as presentations and other guides and resources being used as part of this initiative, for their members’ access and input.

“Traceability is a critical issue to the produce industry,” Green said. “We want to make sure that all members of the three associations are engaged in this important process, so we’ll be seeking their input and direction relative to implementation decisions for produce traceability.”

About the Canadian Produce Marketing Association

Based in Ottawa, Ontario, the Canadian Produce Marketing Association (CPMA) is a not-for-profit organization representing over 770 Canadian and International member companies that are active in the marketing of fresh fruits and vegetables in Canada from the farm gate to the dinner plate. CPMA members represent all segments of the fresh produce industry. CPMA’s vision is to enable and lead the produce industry by enhancing the market and facilitating trade of fresh fruits and vegetables for its members. For more information about CPMA, please visit

About GS1 US

GS1 US, a member of GS1, is an information standards organization that brings industry communities together to solve supply-chain problems through the adoption and implementation of GS1 standards. More than 300,000 businesses in 25 industries rely on GS1 US for trading-partner collaboration and for maximizing the cost effectiveness, speed, visibility, security and sustainability of their business processes. They achieve these benefits through solutions based on GS1 global unique numbering and identification systems, bar codes, Electronic Product Code (EPC®)-based Radio Frequency Identification (RFID, data synchronization, and electronic information exchange. GS1 US also manages the United Nations Standard Products and Services Code (UNSPSC®).

About Produce Marketing Association (PMA)

Produce Marketing Association is the leading trade association representing companies from every segment of the global produce and floral supply chain. PMA helps members grow by providing business solutions that expand business opportunities and increase sales and consumption. For more information, visit

About United Fresh Produce Association (United Fresh)

Founded in 1904, the United Fresh Produce Association serves companies at the forefront of the global fresh and fresh-cut produce industry, including growers, shippers, fresh-cut processors, wholesalers, distributors, retailers, foodservice operators, industry suppliers and allied associations. From its headquarters in Washington, D.C. and Western Regional office in Salinas, Calif., United Fresh and its members work year-round to make a difference for the produce industry by driving policies that increase consumption of fresh produce, shaping critical legislative and regulatory action, providing scientific and technical leadership in food safety, quality assurance, nutrition and health, and developing educational programs and business opportunities to assist member companies in growing successful businesses. For more information, visit

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